以往，奢侈品被認為只有少數享有特權人士才能擁有，例如貴族。然而到了現在，由於經濟的發展使得所得提升、消費型態的轉變、市場自由化、以及西風東漸奢華風潮的流行，願意花錢購買所謂高單價奢侈品的族群，自然不在少數。換言之，所謂奢侈品消費，是一種與生存需求無關的消費行為。然而，何以人們願意消費奢侈品？背後的需求動機為何？哪些條件構成了奢侈品市場？倘若將上述問題置於不同的時空，所得答案極可能又有不同。
顯然，奢侈品市場的形成，背後有其極為繁複的訊息，而透過奢侈品市場之觀察，或許又可藉此反射出豐富的政治、經濟或社會文化意涵。本研究嘗試以經濟快速崛起的中國為例，以其奢侈品市場為觀察對象作為一個資訊來源，中國的奢侈品市場能否產生出，第一，對於奢侈品產業而言，以中國的消費來看，何以認為這個市場有發展的前景，以提供有利之供給，為產業帶來成長之動能。第二，從觀察中國消費者的角度來看，藉由奢侈品的消費，所代表的是何種的消費目的。另外，從中國特殊的民族性及文化價值觀而論，這樣的奢侈品消費行為是否具有其特殊的消費意涵。從生產者與消費者之間所構成之中國奢侈品市場能否呈現相輔相成的正向發展，為本研究預期達成之成果。

In the past, luxury goods only a few privileged people who can have, such as the nobility. However, due to the economic development made from the upgrading of the consumption patterns change, market liberalization, the Western to the East luxury wave of popular, people are willing to spend money to buy so-called high-priced luxury goods. In other words, the luxury goods consumption is a demand that has nothing to do with the survival of consumer behavior. However, why people are willing to buy luxury goods? What is the motive behind the demand of luxury goods? What are conditions to constitute a luxury market? If the above issues at a different time and space, we might have different answers.
Obviously, the formation of a luxury market that behinds a very complicated message, and through observation of the luxury market, perhaps also to reflecting the political, economic or social and cultural meaning. This study attempted to take the rapid economic rise of China as an example, the luxury market with its observation of objects as a source of information, China's luxury market can produce, first, for the luxury goods industry, to see China's consumption why this market have the prospects for development to provide a favorable supply for the industry that can make growth to the industry. Second, as a observer to see, what are the purposes by consumers to buy the luxury goods. In addition, this study is expected to achieve these results. From China's special national characteristics and cultural values of fairness, such a luxury consumer behavior is the consumption of their special meaning. Between producers and consumers posed by the Chinese luxury goods market will show a positive development complement each other.

目錄
謝辭 ii
中文摘要 iv
英文摘要 v
表目錄 vii
圖目錄 vii
第一章 緒論 1
第一節 研究動機與目的 1
第二節 文獻回顧 5
第三節 研究方法、範圍與限制 14
第四節 章節安排 17
第二章 全球奢侈品產業的概述 19
第一節 奢侈品產業的界定 19
第二節 奢侈品產業發展的歷史 21
第三節 奢侈品產業發展趨勢 35
第三章 中國奢侈品市場的發展 45
第一節 奢侈品產業在中國的發展現況 45
第二節 中國奢侈品市場地區分布 53
第三節 中國奢侈品市場的消費群體 59
第四章 中國奢侈品市場發展分析 67
第一節 中國的消費革命 68
第二節 中國奢侈品消費的特徵 82
第三節 中國奢侈品消費市場的形成 85
第五章 結論 97

中文部分
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英文部分

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